Via Danger Room, it appears the Blackwater private security company has gone in for a bit of cynical rebranding:
Blackwater Worldwide is abandoning its tarnished brand name as it tries to shake a reputation battered by oft-criticized work in Iraq, renaming its family of two dozen businesses under the name Xe.
The parent company’s new name is pronounced like the letter "z." Blackwater Lodge & Training Center — the subsidiary that conducts much of the company’s overseas operations and domestic training — has been renamed U.S. Training Center Inc., the company said Friday.
Because no one who works for The Letter Z would ever open fire on a group of civilians around a Baghdad traffic circle, right? Is there a point at which something stops being cynical and just becomes pathetic? My hat is off to whatever consulting firm fleeced Blackwater to come up with this rebranding.
Crossposted to The Streak.



35 Comments
Support this site!
Subscribe to the newsletter
Advertise on Firedoglake
Send
us your tips
Make us your homepage
About ATTACKERMAN
RSS/XML Feed
How clever. How NOW! Sounds like the name of a video game.
That training ground on the other side of the fence from the Tijuana Airport is really creepy. The Mexicans call it the place for training mercenarios.
Brilliant strategy substituting a two-letter name. Now every time they screw up they can whip out a different two-letter combo. When the alphabet is tapped out, they can start combining letters with digits. The possibilities are endless.
murderous fuckery
My first husband was from Tennessee. His mother’s maiden name was Prince. I wonder…..hope not.
Does this mean they’re getting rid of that big tough logo with the cute little claw?
Yes, like it is the Xbox only it is pronounced like “z” so the Xebox would be pronounced as the Zbox so really that would make it entirely different. For some reason this reminds me of the old linguistic joke: How do you pronounce the word “ghoti”? Answer: “fish”: the gh in enough = the o in women + ti in nation.
I think they’ve purchased the copyright to Snuggles the fabric softener bear.
I guess Erik Prince doesn’t know much about movies.
But, it’s all Greek to me.
Does Xe stand for Ex, as in Ex-Blackwater?
Or did they mean to sound like the movie?
They’re trying for the French accent thing, “Xe U.S. Training Center” Zut Alors!
(be nice, I barely can say hello in Spanish, much less French)
I’m sure the Iraqis will be fooled, and will happily hire Xe to do the work they’ve banned Blackwater from doing in their country.
Gee, sounds kinda foreign to me.
maybe they were going for xenophobic?
This is going to be confusing to North Carolinians.
Xe
Does that stand for Christ everlasting?
i wish them all the luck Olestra had.
I think we should pronounce it with the “X” sound…y’know like clearing phlegm from the back of our throat and gettin’ ready to throw a big loogy.
Like a cat trying to clear a furball… XKhhhkeeeee!
“It’s pronounced Blackwater”
Ah Xe, whipped cream on a plate of doody.
-G
Isn’t that the latest Palin baby?
-G
That last post was supposed to go here.
-G
It’s a floor wax AND a dessert topping!
New post–>
Skirting rules forbidding names easily confused with govt entities. Z U.S. Training Center indeed.
As if they haven’t already damaged the US image sufficiently. Even if this is OK w/DOD, it shouldn’t be ok with the administration. And God only knows what could happen when they go into countries working for other clients.
Just say NO.
Maybe viewings of that movie will get a deserved boost.
But it sounds to me like that eternal 4th grade comeback —See?
Somehow, I think that the folks at the “world’s largest currency exchange” may either be unhappy with this change or they’re about to get an offer to purchase their URL: http://www.xe.com
LOL
Blackwater is passe, too murky.
Xe is so, so …like Zoro!
See also this article in the Guardian:
http://www.guardian.co.uk/worl…..es-name-xe
Salvaging a reputation ought to be harder than changing a name, but it’s a trick that US tobacco and oil companies have used for quite some time.
“Paging Secretary Clinton – please pick up the red phone”…. “armed soldiers in US cami just shot up an elementary school in Oslo….”
The letter “Z” is probably more marketable than “Republican Browh Shirts.”
Xe – xenon. A colorless, odorless gas. Nice branding, eh?
Sure takes the stink out of it for me….
I’m particularly interested in the marketing for their North American subsidiary.
Big name tie-ins and promotional appearancea for Xe,na.
Xe rhymes with Wii™. “Now you know!”
Xenophobic Executioners
As long as they keep telling me how much my Amazon orders are going to cost I don’t mind who they shoot.